Fred Reichheld of Bain & Company, together with research firm Satmetrix, developed (and trademarked) the Net Promoter Score theory in the early 2000s, introducing it in a now-famous Harvard Business Review article,”The One Number You Need to Grow,” published in December 2003.
Single Issue Survey
According to Reichheld and lots of the Net Promoter score’s fans, the best expansion KPI is knowing how likely a consumer is to recommend a company to a friend.
To this end, Net Promoter Score starts with one question.
How likely would you recommend our [company, product, or service] to a friend or colleague?
The replies are measured on a scale of zero to 10. A zero signifies”very unlikely” (or”not at all likely”). A 10 is “extremely likely.”
Respondents are divided into three categories.
- Promoters (score 9-10) are customers that are extremely likely to recommend your organization. They’ll buy from your company and encourage others, also.
- Passives (score 7-8) are satisfied clients, but uncommitted and unenthusiastic. These folks may purchase from a competitor.
- Detractors (score 0-6) are unhappy clients who might damage your company’s reputation and slow growth.
Net Promoter score begins with one question about how likely a consumer is to refer a company. This question is answered on a scale of zero to 10.
Consider the correlation between growth and a willingness to recommend a company, product, or service and expansion.
Promoters will spread goodwill about a business via word of mouth. They’ll encourage other people to purchase even when they aren’t buying for themselves. A Detractor does just the opposite, discouraging sales via word of mouth.
“The only path to profitable growth,” Reichheld wrote,”may lie in a organization’s ability to receive its loyal customers to become, in effect, its marketing department.”
Calculate a dent
The web Promoter Score can be expressed as one KPI. To compute it, subtract the percentage of Detractors in the proportion of Promoters for any particular period. The effect is expressed as a whole number, not a percent.
By way of instance, imagine an internet retailer surveys its clients each month with the referral question. In May, it gets 1,000 responses. Of them, 40 percent are Promoters, 50 percent are Passives, and 10 percent are Detractors. This company would subtract the percentage of Detractors in the percentage of Promoters. Thus, 40 percent — 10% = 30%. This company would have a Net Promoter Score of 30.
To calculate Net Promoter score, subtract the percent of Detractors in the percent of Promoters.
A company’s Net Promoter Score can range from -100 (100 percent Detractors) to 100 (100 percent Promoters). Average scores vary by industry. For ecommerce, 45 are a typical Net Promoter Score, based on Retently, a customer satisfaction platform.
The web Promoter Score is sensitive to the quantity of respondents. Just how frequently an ecommerce business measures it’s going to depend on how many survey responses can be accumulated.
The following Question
After requesting the referral question, follow up with an open-ended query to discover why a customer responded as he did.
This question can typically be asked to all respondents with something such as”What’s the most significant reason for the score?” or “How do you feel about your shopping experience?”
In addition, it can be asked for every category. Thus a Promoter might be given a question about what made the experience great, even though a Detractor may be asked about what resulted in his poor experience.
This followup question can be requested at exactly the exact same time as the referral question, or afterwards. The aim isn’t merely to provide a company a KPI, but to also give it actionable advice.
Steps to Enhance
In a paper on Net Promoter Score, Retently suggested using what your company learns from the internet Promoter follow-up query to wow Detractors, participate Passives, and show gratitude to Promoters.
Focus your efforts initially on Passives. These are fulfilled shoppers. If your business can turn them into Promoters, then you’ll be fueling growth.
Think about sending these folks a followup email asking what could be done to make them more inclined to recommend your organization. Retently also suggested offering Passives special offers, discounts, or updates.
Next, encourage your organization’s Promoters. Send a thank you email. Let them know how important they are to your organization and how much you appreciate their recommendations. Include free gifts, like a t-shirt or a hat. Also offer Promoters unforeseen benefits, like an automatic update to free, two-day delivery.
Finally, reach out to Detractors. Ask follow-up questions and think about the replies. Detractors, based on Reichheld, are a real threat to your company if they remain dissatisfied.